Saw a quote on a hipster's tee the other day - "Design is honest, advertising is lying". He was sipping a Lacroix Water, reading off his iPhone X and rocking Air Jordan 3.
He's right. Lie through our f*cking teeth if we must, but with a truthful and honest design.
You don't formulate ideas. You stumble upon one. And to stumble on one you need to keep going.